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Content for Sales Modern Marketing Engine Podcast

3 Pivotal Elements to Lead Generation Through Content Marketing

Guillaume Decugis, CEO of Scoop.it!, discusses how to support your lead generation goals by establishing a strong connection among three pivotal elements of content marketing.

I recorded this podcast with Guillaume Decugis, CEO of Scoop.it!, at his office in San Francisco. We discussed the process of how businesses generate leads through content marketing. By strategizing content around buyers’ various stages in the funnel, lead generation is fueled and conversion is encouraged.

Marketers often start with a landing page, then realize they need to create content to support it. After listening to this podcast, you’ll have a better understanding of how the three pivotal elements of content marketing (landing pages, content and distribution) work together to generate leads.

Image via Scoop.it! blog

On This Episode You’ll Discover:

  • How content should be fueling your lead generation.
  • How most marketers start with a landing page when creating an inbound strategy, and then realize they need content to encourage conversions.
  • How the three pillars of a content-driven inbound marketing strategy are landing pages, content, and distribution.

Landing pages, content, and distribution must work together to generate leads.
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  • How social, content and inbound marketing need to be connected.
  • Why it’s unlikely that a first-time blog reader will convert and the need to properly align your CTAs for each stage of the buyer’s journey.
  • Why you need to think like a teacher with your lead nurturing and concentrate on educating your buyers.
  • The need to focus on the different phases of the buyer’s journey when creating educational content.
  • Why Guillaume focuses more on funnel position over lead scoring in content marketing.
  • Why Guillaume says, “your content should be converting” and the need to change out underperforming CTAs.
  • How there are various marketing automation tools available to complete your lead nurturing.
  • How marketers can misunderstand lead nurturing and be an annoyance instead of a help.
  • Why you should be looking at leads generated per piece of content, not views or shares.
  • How looking at a new customer’s content consumption history can help prove ROI.
  • Why it’s important to prove the ROI of content marketing on a brand’s lead pipeline.
  • Why Guillaume’s one thing is to address your buyers’ questions through content marketing and lead nurturing.

Featured On This Episode:

There are TWO WAYS you can listen to this podcast with Guillaume Decugis.

You can click the Listen Now button at the top of this page… Or, you can listen from your mobile device’s podcast player through iTunes or Stitcher.

P.S. Don’t miss next week’s podcast episode with Justine Velcich of Hootsuite!

By Bernie Borges

Bernie Borges is Co-founder and former Chief Customer Officer of Vengreso, the leader in virtual selling skills training and technology for today's modern sales rep. He was also the host of the award-winning Modern Marketing Engine podcast. His book Marketing 2.0, was an early playbook in social media strategy. Bernie is also a speaker and voice over talent. He has a passion for aligning marketing, sales, and customer success for great customer outcomes and sustained revenue results. Bernie is a fitness buff and enjoys kayaking with his family in Tampa Bay.

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